REACHING CANADIAN WOMEN WITH TRADITIONAL AND DIGITAL MEDIA

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REACHING CANADIAN WOMEN WITH TRADITIONAL AND
DIGITAL MEDIA
Transcontinental Media
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TRANSCONTINENTAL MEDIA
Francophone sites
Anglophone sites
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MOTIVATION

• NETWORK
• Transcontinental Media is a Canadian leader in
  engaging the interest of women readers through
  magazines.
• Transcontinental Media network reaches more than
  4 million Canadians, including 2 million women
  through its websites.
• IPSOS SURVEY
• Transcontinental Media tries to understand
  Canadian womens motivations to offer them
• What they want
• When they want it
• In the format that best suits them.

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METHODOLOGY SUMMARY

• LITERATURE REVIEW
• DISCUSSION GROUPS (MONTREAL AND TORONTO)
• WEB SURVEY
• 1,639 WOMEN FROM ACROSS CANADA
• AGES 25-54
• CONDUCTED IN OCTOBER 2008

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Sample portrait
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SAMPLE PORTRAIT
Region (Q.A) Basis All respondents (n1639)
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SAMPLE PORTRAIT
Education (Q.32) Basis All respondents (n1639)
Age (Q.1) Basis All respondents (n1639)
29
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SAMPLE PORTRAIT
Current situation (Q.33) Basis All respondents
(n1639)
Annual income (Q.34) Basis All respondents
(n1639)
36
64
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Magazine consumption
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MAGAZINE CONSUMPTION
Evolution in magazine readership (Q.7Q.8) Basis
All respondents (n1639) Do you feel you are
reading more, as many or fewer magazines than you
did a year ago? Do you intend to read more, as
many or fewer magazines in the year to come?
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MAGAZINE CONSUMPTION
Media suffering from the time spent on Internet
(Q.18) Basis All respondents (n1639) As the
years go by, the time you spend on the internet
is being taken away from which other media?
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Web consumption
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WEB CONSUMPTION
Evolution of Internet usage (Q.11Q.12) Basis
All respondents (n1639) Do you feel you are
using the Internet more, as much, or less than a
year ago? Do you intend to use the internet more,
as much or less over the year to come?
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WEB CONSUMPTION
Social Networking websites (Q.21) Basis All
respondents (n1639) Do you visit social
networking websites such as Facebook or MySpace?
Frequency (Q.22) Basis among those who visit
networking websites (n1111) How frequently do
you visit social networking websites such as
Facebook or MySpace?
Average Number of Friends 67
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Cross consumption
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CROSS CONSUMPTION

• 10 REASONS TO READ A MAGAZINE
• Excellent information source
• Accessible subjects
• Entertaining
• A way to switch off from the everyday life
• Inspiring
• Nourish our sense of curiosity, read gossip
• Follow the trends
• Look at nice images
• Belong to a community
• Kill time

• 10 REASONS TO SURF THE WEB
• Communicate, socialize
• Shop
• Find our whats new
• Use a search engine
• Visualize TV shows
• Access bank accounts
• Plan itineraries (maps)
• Look up recipes
• See entertainment (laugh)
• Work

Communicate, open ourselves to the world,
accomplish tasks and find information
Relax, time to read, time for me
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CROSS CONSUMPTION

• 10 REASONS TO READ A MAGAZINE
• Excellent information source
• Accessible subjects
• Entertaining
• A way to switch off from everyday life
• Inspiring
• Nourish sense of curiosity, read gossip
• Follow the trends
• Look at nice images
• Belong to a community
• Kill time

• 10 REASONS TO SURF THE WEB
• Communicate, socialize
• Shop
• Find out whats new
• Use a search engine
• Watch TV shows
• Access bank accounts
• Plan itineraries (maps)
• Look up recipes
• See entertainment (laugh)
• Work

Communicate, open ourselves to the world,
accomplish tasks and find information
Relax, time to read, time for me
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Womens roles
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Womens roles
Roles played in a typical week (Q.26) Basis All
respondents (n1639).
Number of hours/week.
8.0 9.0 3.9 10.1 6.5 8.7 4.2 3.4 11.3 5.2 9.5 5.5
3.9 3.6 5.0 4.2 3.5 3.8 3.9 5.8 3.3 7.6 6.3
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How can we help them?
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HOW CAN WE HELP THEM?
Interest towards finding help on the Web
(Q.27) Basis All respondents (n1639) Would you
be interested in the following elements to help
you in the roles you have to play if they were
offered on the Internet?
7 to 10 55 53 50 42 39
38 25 20
Average 6.5 6.4 6.2 5.7 5.4
5.5 4.5 3.8
Suggestions (of recipes, books)
Reviews and product assessments
Links to futher information
Direct access to relevant products
The possibility of interacting with experts
Advice
Access to women who also play that role
Filmed interviews with experts
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HOW CAN WE HELP THEM?
INFOLETTRE
SITE WEB
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HOW CAN WE HELP THEM?
MAGAZINE
FORUM
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HOW CAN WE HELP THEM?
MOBILE
WIDGET
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Conclusion
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CONCLUSION

• MAGAZINE
• Information searched passively, time for me.
• WEB
• Information searched actively, a daily tool.
• Women have a utilitarian approach to the Web,
  less focused on entertainment.
• ROLES
• Womens roles are greatly influenced by the fact
  of having or not having children.
• Each woman plays many roles but devotes most of
  her time as an educator, Chef or organizer.